PENGARUH BRAND AMBASSADOR NCT DREAM DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK SOMETHINC (STUDI PENGIKUT AKUN INSTAGRAM @NCTZEN_KALSEL)

Saputri, Meilani Rizki (2024) PENGARUH BRAND AMBASSADOR NCT DREAM DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK SOMETHINC (STUDI PENGIKUT AKUN INSTAGRAM @NCTZEN_KALSEL). Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui Minat Beli produk Somethinc dilihat dari pengaruh Brand Ambassador NCT DREAM dan Kualitas Produk. Metode dalam penelitian ini menggunakan penelitian kuantitatif. Populasi dalam penelitian ini adalah pengikut akun Instagram @nctzen_kalsel dengan 1.479 pengikut. Teknik pengambilan sampel menggunakan teknik purposive sampling dan diperoleh sampel sebanyak 94 responden. Sumber data diperoleh dari data primer dengan menyebarkan kuesioner secara online dan data sekunder dengan penelitian pustaka. Hasil penelitian menunjukkan (1) Brand Ambassador NCT DREAM berpengaruh positif dan signifikan terhadap variabel Minat Beli, melalui uji t dengan nilai koefisien Brand Ambassador NCT DREAM sebesar 4,393 dan signifikan pada 0,000, (2) Kualitas Produk berpengaruh positif dan signifikan terhadap variabel Minat Beli, melalui uji t nilai koefisien variabel Kualitas Produk sebesar 4,203 dan signifikan pada 0,000, (3) Brand Ambassador NCT DREAM secara simultan berpengaruh positif dan signifikan terhadap Minat Beli, melalui uji F dengan nilai sebesar 24,617 dengan probalitas signifikan 0,000. The purpose of this study was to determine the Purchase Intention of Somethinc products seen from the influence of NCT DREAM Brand Ambassadors and Product Quality. The method in this study uses quantitative research. The population in this study were followers of the Instagram account @nctzen_kalsel with 1,479 followers. The sampling technique used purposive sampling technique and obtained a sample of 94 respondents. Data sources were obtained from primary data by distributing questionnaires online and secondary data with library research. The results showed (1) NCT DREAM Brand Ambassador has a positive and significant effect on the Purchase Interest variable, through the t test with the NCT DREAM Brand Ambassador coefficient value of 4.393 and significant at 0.000, (2) Product Quality has a positive and significant effect on the Purchase Interest variable, through the t test the coefficient value of the Product Quality variable is 4.203 and significant at 0.000, (3) NCT DREAM Brand Ambassador simultaneously has a positive and significant effect on Purchase Interest, through the F test with a value of 24.617 with a significant probability of 0.000.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Brand Ambassador, Kualitas Produk, Minat Beli.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Meilani Rizki Saputri
Date Deposited: 31 Jan 2024 01:27
Last Modified: 31 Jan 2024 01:27
URI: http://eprints.uniska-bjm.ac.id/id/eprint/19514

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